SESSION 2: Life is too Short - Don't Bore your Customers!

Strategy drives business decisions, but your messages have to reach your customers to have any impact. With longer buying cycles, multiple decision makers, and more web-savvy customers how do today’s B2B marketers stay relevant? Messaging and engagement are key.

In this interactive session you’ll learn how global brand Kimberly-Clark tailors their marketing to reach customers – building awareness and engagement, boosting consideration, and driving sales… all while earning a chuckle or two in the process.

Frans MahieuGlobal Marketing DirectorKimberly-Clark Corporation

SESSION 3: DIGITAL COMMERCE AND ONLINE SOURCING

GE Energy Connections was interested in how their customers looked at online eCommerce; were shopping patterns changing as outlined in recent research towards a more ‘pre-shopping’ approach v. traditional ‘push’ communications from suppliers. So they conducted “voice of the customer” research into buyer shopping preferences, garnering learnings that they are now applying to both front-end and back-end user experiences.

Learn how you can apply this approach to your business to better understand your customers, their buying behaviors, and how to integrate marketing strategies with sales objectives to drive growth.